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In This Chapter
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Conclusion
- New Directions in Political Marketing Practice
- From Researching Voter Demands to Co-Creation of the Political Product
- From ‘Market-Oriented Party Wins all’ to Situation-Dependent Strategic Options to Build Long-Term Relationships with Voters and Supporters
- From ignoring Members to Viewing the Internal Stakeholders and Staff as Integral to Successful Political Marketing, and Building a Relationship that not only Recruits Volunteers But Donors – and Ultimately Voters
- From Short-Term Sales to Long-Term, Mutual, Interactive Communication Relationships
- From Campaigning to Governing: the Expansion of Political Marketing into Policy Delivery and Leadership
- Summary
- Political Marketing and Democracy
- Previous Research on Political Marketing and Democracy
- New Possibilities – The Results of this Handbook
- Summary: The Potential, if not the Reality, of Political Marketing
- The Way Forward: Future Trends in Political Marketing Research and Practice
Abstract
This chapter will draw together main findings from this Handbook. Drawing on the material presented in each chapter, it will set out new directions in political marketing practice, discuss political marketing and democracy, and outline future trends in political marketing research and practice.
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